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Brand Building

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(2000) IBM AT&T (Brand ... – PowerPoint PPT presentation

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Title: Brand Building


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?????10???Ten Steps to Brand Building
3
?????(2000)
  • ????
  • ??
  • IBM
  • ???
  • ???
  • ????
  • ????
  • ???
  • ???
  • ATT

- Interbrand ?????????? 2000
4
????????
  • ???? (Brand Weight)
  • ???? (Brand Length)
  • ???? (Brand Breadth)
  • ???? (Brand Depth)

5
????????
????????????? ??????????????????? ??????????????
?????????????????? ????????????.
David Ogilvy 1955
6
???????
?????????????? ??????????????? ?????,???????????
??????????, ???????????? ? Stephen King,
WPP Group
7
  • ????????????,
  • ?????????????!!!

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???????
  • ???-

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???????
  • ???-

????????? ?????????? ????? ????? ?????
12
??????????
Unit US

??
???
??????
????

97
130.3 bn
4.4 bn
125.9 bn
70
26.9 bn
8.2 bn
18.7 bn
89
14.3 bn
1.6 bn
12.7 bn
73
79.8 bn
21.3 bn
58.5 bn
74
42.3 bn
10.9 bn
31.4 bn
Source Interbrand
13
???????
  • ????,????
  • ???????????? ????
  • ????????????,?????????????????????
  • ?????????
  • ???????
  • ???????
  • ?????

14
????????
  • ???????,????????,???????????
  • ????????,??????????
  • ???????????,??????????

15
?????????
??50????????
Source Interbrand
16
??????????????
17
??????
  • ????????????????,??????????????????
  • Jeremy Bulmore

18
?????????
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?????10???Ten Steps to Brand Building
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?? 1Step 1
??????????????????(??)?????????Form the
long-term corporate development goals and
operational values Identify long-term strategies
21
Core Ideology - Core value - Core purpose
???? ???? ????
Perceived Future 10 year BHAG (Big, Hairy,
Audacious Goal) Vivid description of it.
?????? ??10???? ?? ?????? ??
(James Collins Jerry Porras)
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??????Management Consensus
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?? 2Step 2
???????????????????? Understand the industry
environmentIdentify your strengths and
weaknessesDecide your core business
24
??????????
??????????
?????
???????
????????
??? ????
???? ????
?????
??
???
???? ?????
???
25
???????,????????????Develop your competitive
edge based on your own strengths
  • ??????
  • Comparative advantage
  • ??????
  • Competitive advantage
  • ????
  • Competitive edge

26
?????6??? Corporate Success 6 Key Factors
1. ????? Strategic positioning 2.
????? Clear focus 3.
??????? Capability to respond to
challenges
27
?????6???(?) Corporate Success 6 Key Factors
(Cont.)
4. ???? Feedback system 5. ?????
Speed and flexibility 6. ????
Corporate culture
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?? 3Step 3
???????????????Establish a complete
corporateidentity management system
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  • ??????????????
  • How many employees are fully aware of the
    corporate goals?
  • ??????(???????)???? ?????????????
  • What is our culture (or the behavior norm of the
    company)?
  • ?????????????
  • Does the government know what we are trying to
    do?

30
  • ?????????????????????
  • Do our suppliers or our dealers know what kind
    of company we are?
  • ?????????????
  • How do the customers see our corporate image?
  • ??????????
  • Systematically maintain corporate image.

31
?? 4Step 4
???????????Identify the relationship between the
brand and consumers
32
  • ?????????
  • Brand association
  • ???????????
  • Brand values
  • ?????????
  • Affinity with consumers
  • ????????
  • Brand equity
  • ?????????????
  • Internal consensus

33
?????????
???
?? ??????
?? ??????
?? ????????
?? ??????????
?? ????
???
BRANDZ THE WPP BRAND EQUITY STUDY
34
?? 5Step 5
????/????Brand strategy / brand identity
35
  • ????????????
  • Multi Brand / Single Brand Strategy
  • ?Mega Brand??Niche Brand?
  • Mega Brand / Niche Brand
  • ???????????
  • Mother Brand / Sub-brand
  • ????????????
  • Corporate Brand / Product Brand

36
  • ???????????
  • Brand Identity / Packaging
  • ???????????????
  • Brand Identity / Standard Handbook

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?? 6Step 6
??????????Brand responsibilityOrganization
Operation
40
  • ???????(????),?????
  • Unite the operational language (thinking tools)
  • ??????
  • Brand management system
  • (??????/??????)
  • (Brand identity handbook / corporate identity
    handbook)

41
  • ??/??/???????
  • Integrate marketing, sales, and communications.
  • ??/?????(???????)
  • By president / vice-president (clear
    decision-making process)
  • ???????
  • Information Technology (IT)
  • ??
  • Training

42
?? 7Step 7
360???????????360 degree planning for
integrated marketing, communications
implementation
43
???????
??
??
???
??
????
??
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  • Moment of Truth
  • ?????????????????,???????????.
  • Ensure all brand contacts are delivering
    consistent and effective messages.

45
  • ??,?????,????,??,??,?????,????,????,????,??
    ??????,????? ...
  • This includes product inserts, POS displays,
    advertising, leaflets, sponsorship events, and
    media interviews......

46
??????Integrated Marketing Communications
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?? 360 ??
??
????
????
?? / ????
????
?????
?????
????
????
???? Interactive
??????
48
????Key Challenge
  • ??????????????
  • How to build a better brand v.s. others?
  • ????????
  • How to maximize reach to the consumers?
  • ??????????????????
  • How to generate support from medical
    professionals and trade?

49
????????Key Success Factors
  • ????? Doctors endorsement
  • ???? Reinforce efficacy
  • ???? Enhance confidence
  • ???????? Strong retail brand presence
  • ???? Top-of-mind awareness
  • ???? Pharma recommendation

50
?? Advertising???? Public
Relations?? Sales Promotion???? Direct
Marketing
51
??????????Long-term partnership with your
agencies
52
?? 8Step 8
????????????????????????????? Building brand
loyalty -by establishing a customer databaseand
updating records continuously
53
  • 20 / 80 ??
  • 20 / 80 rules
  • ????????
  • Cost of acquiring new customer
  • ????
  • Word of mouth

54
??????CRM - 2 ????
  • ??
  • ??????????,??????????????????????????
  • ??
  • ???????,?????????????, ????, ???????????????.

55
????????- ????????
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???????? - ???????
????????
??
????
????
?????????
????
?????
???????????
????????
??
65
??????????CRM???
Teleservices ????
Dataservice ????
Loyalty ?????
Direct ????
Interactive ????
?? ?? ??
66
?? 9Step 9
????????????Tracking brand equity
67
  • ????
  • Methodology
  • ????
  • Review cycle
  • ?????????
  • What is your brand equity?
  • ???????????
  • Basic review of marketing communication plan

68
?? 10Step 10
????????,?????Invest in brandconsistently over
time
69
???????...
  • ????,?????
  • ????????logo
  • ??????????,?????,????????
  • ???

70
  • ???????????,?????? ??????
  • Continue investing in brands even when the
    financial goals are not being met.
  • ???????,??????,??? ???,???????
  • Avoid the mindset of change the manager, change
    the brand strategy, change the advertising
    company, change the commercials?

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